Saving energy with good intentions

Published on

April 15, 2019

How can people be motivated to save more energy? Good intentions can help. Danny Taufik, consumer behaviour researcher at Wageningen Economic Research, found that making so-called ‘private commitments’ can help people save energy. His study revealed that when consumers promise themselves to use less energy, they will feel morally obliged to keep their promises. However, this is only the case if it requires a lot of effort.